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Get away to it all
Away Resorts urges Brits to ‘Get away to it all’ in new brand campaign. UK holiday park operator taps demand for lower cost holidays with big increase in marketing investment.
01 January 2023
'Get away to it all'
Holiday park operator Away Resorts has unveiled a new advertising campaign aimed at reaching the growing number of British tourists looking to enjoy lower cost holidays closer to home. The company, which has 23 UK locations, saw year-on-year bookings climb by 30% in 2022, as the cost of living crisis prompted many Brits to swap their usual holiday abroad for a staycation.
With bookings for 2023 already on course to exceed last year, Away Resorts has launched a new campaign that combines the fun, relaxing and action-packed experiences of its parks, with its flexible and value-led booking offers.
The campaign features a series of radio adverts voiced by Coronation Street and Our Girl actress Michelle Keegan, which introduce the listener to some of the fantastic facilities available at an Away Resorts park, including holiday home hot tubs, family restaurants and unique activities for kids and adults alike.
Away Resorts’ parks include Tattershall Lakes and Cleethorpes Pearl in Lincolnshire, Mersea Island in Essex, The Bay Filey in Yorkshire and Retallack and St Ives Bay in Cornwall.
At the heart of the campaign is the line ‘Get away to it all’; a new brand platform for Away Resorts that positions its holidays as a chance to connect with friends and family through amazing experiences – rather than just an escape from everyday life.
The radio adverts also promote Away Resorts’ flexible booking options, including its ‘Any Day Arrivals’ offer which allows people to book shorter breaks on the days they choose, rather than being tied into the fixed booking system of other staycation operators.
Alongside the radio ads, the campaign is running across outdoor, press, digital, social media and PR. Current offers include up to 15% off for new guests, up to 20% off for existing customers, and a low 5% booking deposit.
As the demand for UK staycations continues to rise, Away Resorts has increased its marketing investment by more than 35% compared to last year. This includes more campaigns and activations planned for 2023.
Carl Castledine, CEO of Away Resorts, said: “Staycations have always been popular with British tourists, but the cost of living crisis has undoubtedly accelerated the demand for all the wonderful destinations we have across the country. That’s why our new campaign is so exciting – it’s a great chance to introduce people to our fantastic resorts, and the amazing experiences and flexible booking choices on offer. We’re looking forward to building on this momentum throughout 2023 as we encourage everyone to ‘Get away to it all’!”
For more information or to book your 2023 staycation, please visit the Away Resorts website.
For more press information visit www.awayresorts.co.uk or for press enquiries please email molly.grant@dentsu.com or laura.hunt@dentsu.com.